AT&T finds new ways to extend its “elastic” brand

Stephen Whiteside

AT&T has successfully extended its brand portfolio beyond telecoms to include a growing range of digital services and media properties.

Brand extensions
Brand models, architecture
Telephone & internet services
United States
Strategy

AT&T's brand portfolio includes everything from smartphone plans and home-automation devices to satellite broadcaster DIRECTV. And a potential merger with media company Time Warner would further extend its range of produces and services.

Many marketers...

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